MKT 571 Week 2 Quiz NEW - 100% Correct Flashcards
MKT 571 Week 2 Quiz NEW
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1. Which of the following would consumers associate closely with a brand?
Brand attitudes
Points-of-difference
Customer focuses
Points of reference
- What is the second stage of the consumer buying process?
Information search
Buyer satisfaction
Purchase decision
Evaluation of alternatives
- Which of the following is known as the process of creating a segment storyboard to test the attractiveness of each segment?
Segment attractiveness
Segment acid test
Needs-based segmentation
Marketing-mix strategy
- Which other dimension is the VALS classification system based on besides consumer motivation?
Consumer retention
Consumer resources
Consumer support
Consumer beliefs
- Which of the following is used to determine a competitive frame of reference for brands to compete against other brands due to their closeness as substitutes?
Market membership
Industry membership
Category membership
Product membership
- When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today’s competitive market environment?
Standard & Poor’s
Trade directories
Internet
Business associates
- Which of the following do brand mantras attempt to define?
Brand identity
Points of difference to other brands
Similarity to other brands
Brand equity
- Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?
Brand perceptual analysis
Brand positioning bull’s eye
Competitive analysis
Industry analysis
- In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?
Dimension to
Relationship to
Response to
Value to
- Which market is known as the invisible market segment?
Asian American
Hispanic American
African American
Caucasian American
- What other dimension helps market segments be measurable, substantial, accessible, and differentiable?
Actionable
Reasonable
Obtainable
Functional
- How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?
Seven
Nine
Eight
Two
- Which term describes the diverse needs of many ethnic market segments?
Multidiversity marketing
Multifaceted marketing
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